How did we help a non-profit dust off its image, appealing to new generation of volunteers?

Catholic Charities of Brooklyn and Queens is the largest Catholic charitable organization in New York, but its image had become dated and volunteerism was virtually nonexistent. Our solution: simplify and energize the CCBQ message – focusing less on the religious aspects and more on action and interaction. To do this we created the rallying cry, “I’m for B+Q.” The campaign’s focus was on “helping Brooklyn and Queens where it hurts most” and gave the brand renewed meaning and momentum for all involved.